Düsseldorf/Berlin, 16. Januar 2018 –

The audio industry will be a great opportunity in 2018. With language assistants and programmatic audio, the dialogue between companies and consumers is intensified and interactive. The audio focus group in the Bundesverband Digitale Wirtschaft explains the three trends of the year and how they are driving the audio market forward.

1. Voice control

Only a year after the launch of Alexa and Co., we have reached a tipping point. Whether on the mobile phone or on the Smart Speaker: Three out of four Germans (75 percent) have created a BVDW study that has already collected or provided experiences with digital language assistants. The current innovation push is, as often, hardware and cloud gearboxes. Was a year ago, the Apple smartphone for the mobile Internet, are the intelligent speakers of Amazon and Google for the audio Internet. And the other tech giants are moving back to Microsoft, Apple or Deutsche Telekom – all have smart speakers on offer or offer their market entry. Alexa, Google Home and Co. will be in several homes late in 2017¹. This is the final creation, the auditory communication between man and machine in 2018 for the majority of Germans for granted.

2. Podcasts

Almost every German has had good experiences with podcasts (17 percent, www.webradiomonitor.de). Trend definitely rising. The advertising revenues are definitely positive with podcasts, which are 85 percent from 2016 to 2017². The Laut Tech Lab of the Interactive Advertising Bureau (IAB) is one of the world’s leading manufacturers of audio CDs. And according to AS & S Radio Studies, we are still in the way of the old technical complexity of podcast use. The users who listen to podcasts, visit an extremely high capacity and profit for information³. In 2018, after the US and Scandinavia, podcasts will grow across the board in Germany, fueling the online audio market. And not just because the number of private podcasters is increasing. Also more and more brands and media – however. It is all the more important that the market uses uniform standards and measurement methods. For companies looking to use the booming podcast market for their commercial communications, visit http://www.iab.com/ Policies / Podcast Gauge Policies /.

3. Programmatic audio

The dominant advertising trend in the audio industry in 2018 is the large market entry of Programmatic Audio. After successful testing and trial runs in recent years, audio is able to catch up with other media equalities. This also means that marketing target groups are set new in media target groups and advertisers are given the opportunity to reach these users and contact persons with an audio message. Audioplanning will deal with new planning parameters and targets. Audio publishers and marketers will need to invest heavily in data collection.

The online audio offerings can be a pioneering role for the entire industry, because they can get to know the return channel better. The promotional inventory available through FM and DAB + will also be available for commercial drives. Next to the paper of the documents of the document. Once a terrestrial radio inventory and online audio inventor gathered on SSPs, stands for the possibility of a channel-independent programmatic booking of audio editing as a whole and for the common market.

The audio advertising: Programmatic-Creativity. The audio advertising: Programmatic-Creativity. We not only discard audio spots with pre-set user and environment data, but also personalize their content.

Voice Control, Podcasts, Programmatic: The audio market is on the move in 2018 as rarely before. Need for new amenities (advertising) chance chough the accommodation for this product.

¹ https://9to5mac.com/2017/12/26/echo-alexa-home-app-store-holiday/

² https://www.iab.com/guidelines/podcast-measurement-guidelines/

³ http://www.ard-werbung.de/spotonpodcast


(c) BVDW https://www.bvdw.org/der-bvdw/news/detail/artikel/die-top-3-audio-trends-2018/